Marketing and B2C Communication on the Market of Foods for Infants and Young Children
Marketing and B2C Communication on the Market of Foods for Infants and Young Children

Summary/Abstract: Marketing of food products for infants and young children can have tremendousinfluence over the day-to-day the nutrition choices made by parents. Pursuant to EUlegislation, the marketing efforts of the aforementioned food products are subjectto provisions of the International Code of Marketing of Breast-Milk SubstitutesDrafted by the World Health Organization. Food manufacturers, however, pursuea number of avenues to sidestep these restrictions and establish a conversation withpotential consumers, particularly pregnant women, as early as possible. This particularindustry is dominated by transnational corporations with tremendous marketingpower. The article discusses the specific nature of the baby food industry and the marketing and B2C communication efforts employed by its major players. Restrictions placed upon marketing efforts, originally intended to protect the practiceof breastfeeding as an optimal method of feeding infants and young children, turnedout to be ineffective, while the relative stability of the baby food industry coupled with cutting-edge B2C communication methods allow most brands to effectively reach a high percentage of potential consumers.

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